Penfolds Bin 170 & LINLEY for Penfolds Release.

May 1st 2014

As Australia’s leading winery, with their jewel in the crown, Grange, regarded as one of the finest wines in the world, hosting a global launch in the UK requires the support of a highly professional PR agency with a true understanding of luxury brand expectations and their high net worth target consumers.

Campaign

1 May 2014 saw the unveiling of Penfolds Bin 170 and a unique collaboration with British furniture maker Linley, a closely guarded secret up until that point.

Launching onto the international stage, Stir hosted six European and Australian journalists on the morning of the event, coordinating and hosting exclusive interviews with Penfolds Chief Winemaker, Peter Gago and David Linley himself. Global broadcast opportunities were also secured with Monocle Radio and Bloomberg TV.

The guest list for the launch event at the LINLEY showroom in Chelsea read like a Who’s Who of the luxury world, with journalists from Wallpaper, The Financial Times, Spears and GQ attending to enjoy the global unveiling of Penfolds’ Icon & Luxury releases and a first taste of Bin 170.

Results

A supporting press office delivered a shower of coverage in 39 titles with a reach of 63 million. With the opening of the Penfolds room at the Linley showroom, Stir continues to host key journalists in the ultimate luxury tasting environment – a tribute to the mastery of Penfolds.